CUNARD BRAND GUIDELINES

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CUNAR D BRAN D G U IDE LIN E S

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Page Introduction Brand Positioning Brand Pillars Brand Mission Brand Personality Brand Attributes The Cunard Colours Identity Applications Typography Copywriting Style Terminology Master Brand Brochure Covers Sample Templates Brand History Marketing Approval 3 4 5 6 6 7 8 9-16 17 18 19-20 21 22-28 29-30 31

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CUNAR D BRAN D G U IDE LIN E S

Welcome to the Cunard Brand Guidelines. This information has been designed and presented to ensure that the Cunard brand is marketed in an appropriate and consistent manner. It is essential that the heritage, quality, elegance and reliability of one of the world’s leading brand names is upheld and adhered to in all circumstances. To help guide you, we have separated the information into distinct, user-friendly sections. You’ll find everything from Brand History & Positioning, Identities and Typefaces, Colour and Photography to sample Templates, Stationery and rules surrounding the use of any Cunard material. Please read these guidelines carefully and ensure that they are implemented as rigorously as possible. Thank you in advance for your cooperation.

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to the meals served. BRAND MISSION BRAND PERSONALITY BRAND ATTRIBUTES T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 4 . tangible and reflect a premium level of service at all stages within the customer journey. From the moment a guest books to embarkation.THE CU N ARD BRA N D BR AN D P O SIT IO N IN G What is the Cunard brand and what does it stand for? It is essential that the Cunard brand should be visible. Sophisticated and glamorous – for cultured travellers from around the world. With the Youngest Fleet in the World. and the look of the menus – the quality should be globally representative of the positioning below: BRAND POSITIONING BRAND PILLARS The Most Famous Ocean Liners in the World. Cunard offer classic traditions combined seamlessly with 21st century luxury and a host of innovational firsts. This is the overarching Brand Truth and is underpinned by the five brand pillars: • Legacy & Tradition • Grandeur & Elegance • British • Sense of Community • Legendary Voyages To fulfil aspirational dreams and deliver Cunard’s tradition of excellence at sea.

delivering the finest traditions of the golden age of quality ocean travel GRANDEUR & ELEGANCE Iconic ships. They have been established through sound research and analysis and are reinforced by our various on-board activities and programmes. glamour and elegance in all we do BRITISH ‘Proper’ British signatures evident in all we do SENSE OF COMMUNITY Cunard provides the opportunity for guests to meet and bond with similar types of people who enjoy doing similar things.THE CU N ARD BRA N D BR AN D P ILLA RS Brand Pillars make up the special features which distinguish Cunard from our competitors and increase our competitive advantage in a busy marketplace.’ LEGENDARY VOYAGES Transatlantic Crossings – Cunard operates the only scheduled service today. The guest becomes a true ‘Cunarder. T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D This is the overarching Brand Truth and is underpinned by the five brand pillars: LEGACY & TRADITION A famous and trusted brand. Inspirational – each voyage becomes a uniquely memorable experience to those who sail. T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 5 . Cunard introduced the World Cruise concept in 1922 – and travellers aspire to sail with Cunard.

From exceptional levels of service and luxury on board to the thrill of being greeted by crowds of excited shoreside spectators – a Cunard ocean voyage is a reminder that the journey is as much a reason to travel as the destination itself. Renowned for fame. is to fulfil a dream. sophistication and trustworthiness – Cunard’s world famous ocean liners have become modern day icons of British heritage. Cunard has an international appeal unparalleled around the world. T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 6 .THE CU N ARD BRA N D BR AN D M ISSIO N To fulfil aspirational dreams and deliver Cunard’s tradition of excellence at sea To sail on a Cunard ocean liner. BR AND P E RSO N A LIT Y Sophisticated and glamorous – for cultured travellers from around the world With glamorous associations and a litany of regal and famous guests.

Queen Mary 2 continues Cunard’s tradition as the only operator to offer a regular service to and from New York. debates. T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 7 . world affairs. politics. FORMALITY AND GRANDEUR – Grand ballrooms with some of the largest dance floors at sea. From the signature white gloved greeting on embarkation. introducing guests to stimulating experts and accomplished visionaries who reflect the line’s heritage of adventure and prestige. THE MOST FAMOUS OF WORLD VOYAGES – Annually circumnavigating the globe.THE CU N ARD BRA N D BR AN D AT T RIBU T E S Classic traditions combined seamlessly with 21st century luxury & innovational firsts THE YOUNGEST FLEET IN THE WORLD – With the arrival of Queen Elizabeth. Q&A’s. to award-winning dining and the quintessentially British tradition of Afternoon Tea – nothing quite rivals this experience of gracious hospitality. WHITE STAR SERVICE™ – Impeccable service. is the cornerstone of Cunard’s tradition. the three largest Cunarders ever built comprise the most modern fleet to grace the ocean waves. arts and literature. TRANSATLANTIC CROSSING – The hallmark of Cunard. Cunard offers a host of options from Full World Voyages to shorter sectors. embarkation and disembarkation on a priority basis and butler service in the top suites. it means flowers. and workshops. glittering production shows in full-size theatres. honed to perfection for more than a century and a half. THE GRILLS EXPERIENCE – Discover an outstanding realm of privilege and luxury. Besides the lavishly appointed suites and intimate ambience of the Grill dining which has long been rated the best anywhere at sea by Berlitz. CUNARD INSIGHTS® – Cunard Insights is Cunard Line’s on-board enrichment programme. your own quiet spot on a private deck. Through a series of lectures. magnificent restaurants with sweeping staircases – all providing the perfect backdrop for glamorous black-tie evenings. social gatherings. Perfectly designed to forge her way across the Atlantic. guests will connect with personalities who have achieved notable distinction in areas including history. science.

Users of these guidelines should be aware that colours are and can be dramatically different when applied to a variety of materials. Below is an illustration of the colours used and their respective breakdowns. we should by no means take them for granted. Care must be taken when quality controlling any of the many forms of print and colour outputting. BRAND COLOURS Pantone C n Cunard Red n Cunard Black n Cunard Gold n On board Maroon 485 Process Black 872 504 0 0 30 70 CMYK M 95 0 40 Y 100 0 100 K 0 100 0 35 R 254 0 RGB G 0 0 B 51 0 90 50 Web Hex value FF0000 000000 9B8449 572932 173 143 87 41 100 100 SHIP COLOURS Pantone C n Queen Mary 2 n Queen Victoria n Queen Elizabeth 195 268 295 30 60 100 CMYK M 100 70 80 Y 70 0 8 K 30 35 54 R 42 13 0 RGB G 13 12 32 B 17 42 79 Web Hex value 660000 330066 00204F T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 8 .VISUAL E LE M E N T S THE C U N A RD CO LO U RS We have adopted the following Cunard colour palette to present a uniform look for the brand and to give a clear identity to the individual ships. Although the selection of colours appear simple.

This is a requirement of the U. Coast Guard. The Crest and Cunard elements of the Master Brand identity should appear at least once on every piece of brand communication. Cunard® Line • Britannia® Club Restaurant • Cunard® Royal Spa & Fitness Centre Britannia® Restaurant • Cunard World Club® • Canyon Ranch SpaClub® • Illuminations® • Caronia® Restaurant Mauretania® Restaurant • Connoisseur Collection® • Cunard® • The Cunarder® • CunardCare® The Most Famous Ocean Liners in the World® • Cunard ConneXions® • Veuve Clicquot® Champagne Bar Cunard Insights® • White Star ServiceTM • Cunard’s Kids ProgrammeTM Non USA Producers . T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 9 .S. When referring to specific ships.please contact your local Cunard Marketing contact (see page 31) for the full list of registrations and trademarks which are relevant to non USA countries. The Most Famous Ocean Liners in the World strapline should be included where size or design allows. each of our ship names is trademarked: Queen Mary 2® Queen Victoria® Queen ElizabethTM OTHER TRADEMARKS Trademarks must appear at first mention in the copy and in the first most prominent position in all material printed in the United States. The Crest Cunard The Strapline SHIPS’ REGISTRY A ship’s registry must appear on all material printed in the United States that advertises voyages on that particular ship. Ships registry: Great Britain SHIPS’ TRADEMARKS Trademark symbols must appear with the ship name at the first mention on the copy and in the first most prominent position in all material printed in the United States. use the appropriate registry as indicated: Great Britain Registry Queen Mary 2® Queen Victoria® Queen ElizabethTM © 2010 Cunard Line. Cunard®. As with our identity.THE C U N ARD IDE N T IT Y IDE NTITY AP P LICAT IO N S BRAND IDENTITY Cunard has a SINGLE identity for the Cunard brand known as the Master Brand identity which contains the following elements.

width: 0. The strapline must be removed if appearing under 7pt. width: 1.30in (58mm) Stacked version with no strapline Min.THE C U N ARD IDE N T IT Y IDE N TITY A P P LICAT IO N S IDENTITY VARIATIONS Stacked – Where space allows. Stacked version Horizontal version ALL collateral should feature a Cunard logo. width: 0. this is the preferred configuration for all Marketing and promotional communication pieces. see p23 & p26) Horizontal version with no strapline Min.50in (38mm) Horizontal version with strapline Min. The strapline must be removed if appearing under 7pt. width: 2. or alternatively where space does not allow for the stacked configuration.35in (9mm) T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 10 .71in (18mm) (unless used on brochure cover. width: 1. Horizontal – This configuration is predominantly used for corporate stationery and paperwork. MINIMUM SIZES The following minimum sizes apply to the Master Brand identity: Stacked version with strapline Min.42in (36mm) Crest (when used separately) Min.

The width of the ‘C’ forms the white space.THE C U N ARD IDE N T IT Y IDE N TITY A P P LICAT IO N S CLEAR SPACE AROUND THE MASTER BRAND IDENTITY The Master Brand identity should have the following minimum amounts of space around it.com T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 11 . The width of the ‘C’ forms the clear space. To download usable versions of these logos. please go to www. WHITE SPACE AROUND THE MASTER BRAND IDENTITY The Master Brand identity should have the following minimum amounts of space around it.cunardguidelines.

the white version should be used: T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 12 . the mono version should be used: THE WHITE VERSION OF THE MASTER BRAND IDENTITY Where the background does not contrast sufficiently strongly with the full colour Master Brand Identity.THE C U N ARD IDE N T IT Y IDE N TITY A P P LICAT IO N S THE MONO VERSION OF THE MASTER BRAND IDENTITY Where full colour reproduction of the Master Brand identity is not available.

Ship names can be used on their own on front covers as long as a Cunard logo appears on the page. The identity may be used with or without the Cunard name. Ship names must only ever be in gold (correct Pantone or CMYK breakdown). and Cunard where used. in red. T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 13 .THE C U N ARD IDE N T IT Y IDE N TITY A P P LICAT IO N S SHIP IDENTITIES The horizontal version is the only configuration which can be used. as well as with the Cunard Crest. Inside pages can feature ship names on their own. The ship colours shown on page 8 should not be used for the ship names. Colour variations and minimum sizes are illustrated on page 14.

CU N A RD IDE N TITY AP P LICAT IO N S MINIMUM SIZES Min. height when used with Cunard name: 0. height when used without Cunard name: 0. for use where background does not provide sufficient contrast with full colour version USE OF SHIP NAMES WITH THE CREST The space between crest and ship logo is the equivalent width of two ‘N’s T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 14 .31in (8mm) Min.28in (7mm) COLOUR VARIATIONS Mono version for use where full colour or gold are not available White version.

95M. 40M. COMPOSITION & STAGING It is important that the size of the brand identity be appropriate to the medium and to other graphic elements. 0K Cunard Red Pantone 485 or 0C. MERCHANDISING All plans for merchandising must be discussed in advance with your local Cunard Marketing contact (see page 31). 0Y. 0M. The differing Cunard and individual Ship identities should never appear next to each other on the same piece. Cunard and strapline) be increased or reduced as a unit. When using the identity on a background. SIZING When sizing the identities. 100Y. 100K T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 15 . minimum sizes are listed on the previous pages. Cunard Gold Pantone 872 or 30C. it is important not to confuse or transfer identities. While there is no maximum size for the identity.THE C U N ARD IDE N T IT Y IDE NTITY AP P LICAT IO N S COLOUR The official Cunard colours must be used in all full colour pieces with the exception of Cunard corporate colour backgrounds where white-out versions may be used as an alternative (or where a white-out identity will be more appropriate). it is essential that the elements (Crest/Ship Name. avoid placing the Cunard identity in close proximity to another company’s logo. 100Y. Therefore. please verify that the background provides sufficient contrast to the identity and choose an area with a solid light or dark space to ensure proper staging and legibility. CO-BRANDING When using the Cunard identity with those of other organisations or entities. The identity must also be placed away from other elements in a layout so that it is easily identifiable. Cunard branded products must not be produced without Cunard’s agreement. 0K Cunard Black Pantone Process Black 0C.

0Y. +235 tracking STRAPLINE FOR USE AS BROCHURE FOOTER THE MOST FAMOUS OCEAN LINERS IN THE WORLD® ‘Most Famous’ strapline: Cunard Gold Pantone 872 or 30C. 100Y. 40M. 0K Cunard: Cunard Red Pantone 485 or 0C. 100Y. 0M. 0K) Font: Cunardia Size: 22pt.THE C U N ARD IDE N T IT Y IDE N TITY A P P LICAT IO N S RED BAND Logo background: Cunard Black Crest: Cunard Gold Pantone Process Black Pantone 872 0C. 95M. 100Y. 0K ‘Most Famous’ strapline: 70% Cunard Gold 70% Pantone 872 or 70% of (30C. 0K O C E A N L I N E R S I N T H E W O R L D ® T H E M O S T FA M O U S T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 16 . 95M. 100K or 30C. 40M. 0K Red band: Cunard Red Pantone 485 or 0C. 100Y. 100Y. 40M.

• When used as a vertical strapline or footer (see page 16 for an example): Secondary Headlines/Subheads: • Weights/sizes by usage type at designer’s discretion Primary & Secondary Body Copy: • Main Narrative Voyage Names: • In body copy use Futura Italic. regardless of usage or font of surrounding copy – within narrative text. Queen Victoria. • In General – strapline should NOT be used locked-up with logo on marketing materials. use Futura Italic font in the corresponding weights applied for Drescher Grotesk body copy. in emphasis copy. we have selected the following group of typefaces to be used when producing Cunard material.TYP O G RAP H Y M AR KE TING CO M M U N ICAT IO N S T YP E FACE S To present a consistent and coherent brand image. Voyage names used in headings will default back to Le Havre. Terms & Conditions. • When a travel agent/independent agency cannot use the Cunardia Font or when the ships names are written in an editorial/advertorial environment. etc. The New Golden Age of Ocean Travel: • When used within copy. Charts/Itinerary Titles and Brochure Covers: • Le Havre to be used in the majority of cases • Trajan to be used sparingly and only with approval from Marketing Ship Names: • Ship Names must ALWAYS appear only in Cunardia. Queen Elizabeth The Most Famous Ocean Liners In The World®: • When used within copy. as logo size is usually too small for strapline to be readable. other “Legal Copy” – minimum type size 6 point Script: • To be used as initial capital letters to start new body copy sections or use sparingly in full words/titles. they need to be in initial capped and in the Futura Italic style format. Main Headings. The ship names should never be divided due to wrapping. Le Havre Cunardia Cunardia Drescher Grotesk Drescher Grotesk Futura Italic Futura Italic Zurich Condensed Zurich Light Palace Script T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 17 . Example: Queen Mary 2. use Futura italic font in the corresponding weights applied for Drescher Grotesk body copy. Detail Copy: • Itineraries/Schedules – Embark/Disembark Ports should be indicated in bold • Fare Charts – Zurich Condensed/Light should be used for both Category Names and Fares • Disclaimers.

Descriptions of Cunard. There are many words and phrases which can be used to ensure such a delivery and the following are just a small selection for your guidance: SUGGESTED WORDS/PHRASES BRAND ESSENCE • The Most Famous Ocean Liners in the World® • Timeless Voyages since 1840 • A Timeless Legacy • Tradition in 21st Century Luxury • Aspirational dreams • Excellence at sea • Glamorous • Famous • Respected • Classic • Graceful • Tradition to Technology • White Star Service™ • The Cunard Grills Experience • The greatest ocean liner ever built • One of the greatest maritime engineering feats of this century • A classic Cunarder • Second largest Cunarder ever built • Cunard offers the only scheduled Transatlantic service • A legendary crossing uniting two great continents • The most famous of world voyages • The New Golden Age of Ocean Travel • The legendary Cunard experience • International icons of British heritage (the ships) • Impeccable levels of service and luxury • Legendary voyages to legendary places • Stylish • Reputable • Reliable / Trustworthy • Sophisticated • Inspirational • White gloved Afternoon Tea service • Enrichment programmes • Proudly taken over the Transatlantic mantle • The world’s greatest ocean liner • An evolution in elegance • Our newest Cunarder • Classic. epic and unforgettable • The legendary Transatlantic Crossing BRAND MISSION BRAND PERSONALITY BRAND ATTRIBUTES QUEEN MARY 2 QUEEN VICTORIA QUEEN ELIZABETH THE TRANSATLANTIC CROSSING WORLD VOYAGE • The epic world voyage T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 18 . style and service. its brand and its product must project a sense of professionalism. It must be addressed in such a way so as to add polish and credibility to a brand which is steeped in so much history and acclaim. but any copy must reflect the quality of the brand.TYP O G RAP H Y CO PYW RIT IN G ST YLE Far be it for any guidelines to instruct on how to write copy. quality.

The first letter/s should always be capitalised and should never appear in single/double speech marks or in italics. i.TYP O G RAP H Y TE RM IN O LO G Y TERMINOLOGY SHIP NAMES QUEEN MARY 2 QUEEN VICTORIA QUEEN ELIZABETH OCEAN LINERS OR SHIPS VOYAGE TRANSATLANTIC CROSSING GUESTS FARES GREAT VALUE / SAVINGS COMPLIMENTARY STATEROOMS NOT NOT NOT NOT NOT NOT NOT NOT NOT NOT NOT NOT Never use “the” preceding a ship name QMII or QM2 QV or Queen Vic QE Boats Cruise Transatlantic Cruise or Voyage Passengers Prices Bargains or Discounts Free Cabins CUNARD CUNARD LINE CARNIVAL PLC THE GRILLS THE GRILLS EXPERIENCE When referring to the Brand (in an informal context) When referring to the Brand (in a formal context) When referring to the Company The product name for the overall service – only to be used as a noun referring to the combined categories. ‘Britannia accommodations’. The first letter should always be capitalised and should never appear in single/double speech marks or in italics.e. market only when referring to a particular category/level and when adding a modifier. Grill categories. Grill accommodation. The plural version to be used by the U. GRILL ACCOMMODATIONS ON BOARD or ON-BOARD ROUNDTRIP T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 19 .S. Grill guests. etc. Grill dining. as in “on-board activities. Grill restaurants. if you cannot say “The Grills” it’s probably not an appropriate use of the plural form.e. The adjective/modifier to be used when describing the service or an element thereof – i.” To be written as one word – not as two separate words or adjoined with a hyphen. As a general rule. Use on board when referring to the place but when it’s a compound adjective it should be hyphenated. Grill amenities.

White Star Service are trademarks owned by CUNARD.The greatest ocean liner ever built • Queen Victoria . Deck 1. eg. ie. page 5. Queen Mary 2. ie 13 May 2010. 1 January instead of 1st January. Todd English is a registered trademark of Todd English Enterprises.A classic Cunarder • Queen Elizabeth . DATES: Avoid using ordinals when writing dates.00pm and 1.S. T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 20 . CanyonRanch SpaClub is a registered trademark of CanyonRanch Corporation. excluding gratuities. 1. TIME: All references to timing should follow the 12 hour clock and not the 24 hour clock. Veuve Clicquot is a registered trademark of LVMH. Deck 2. Queen Victoria. time. based on double occupancy for minimum stateroom category. government fees and taxes.00am. The CUNARD logo and logotype are registered trademarks of Carnival plc. 12. 9 percent. The exception to this rule. For example these should follow the format: 12. an English Company trading as Cunard Line. Deck 10. Use numeric designations for 10 and higher. 65 mph.00pm. Refer to dates in the order of Day/Month/Year. Use numerals when the number modifies a unit of measure. SHIP STRAPLINES: You may insert the following ship straplines where appropriate:• Queen Mary 2 .00am. etc. © 2010 CUNARD.TYP O G RAP H Y TE RM IN O LO G Y LANGUAGE: Use British English in all marketing communications. All rights reserved in the United States and other countries. GENERAL DISCLAIMERS: Fares are in U. dollars.Our newest Cunarder NUMERIC STYLES: Always spell out numbers 9 and under. is when referring to the ships’ Deck No’s and in which case we should use the numeric format throughout. per person. proportion.

The rest of the cover has been left free to express the individual requirements of the specific brochure both in terms of photography and illustration.5in x 11in (216mm x 279mm) Portrait • US Letter 11in x 8. the strapline must only ever appear vertically on the left hand side. The three standardised brochure options provided below are: BROCHURES • US Letter 8. with the copy running from top to bottom. Designers must follow the typography and identity guidelines on this site to ascertain the correct brochure cover fonts and identity formats to use in conjunction with the following. with copy running from bottom to top of stripe. The strapline must never appear horizontally at the top or bottom of a brochure cover . On brochure front covers.SAMP LE T E M P LAT E S CUNAR D M A ST E R BRAN D BR O CH U RE CO VE RS To ensure worldwide consistency. On brochure back covers.5in x 5.5in (216mm x 140mm) Portrait T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 21 . the strapline must only ever appear vertically on the right hand side. position and relative size of the strapline and identity.see overleaf. These templates show the colour.5in (279mm x 216mm) Landscape • 8. the preferred options for all Cunard Master Brand brochures are shown in the following templates.

SAMP LE T E M P LAT E S R ED ST RIP E – FR ON T CO VE R BACK CO VE R THE MOST FAMOUS OCEAN LINERS IN THE WORLD® THE MOST FAMOUS OCEAN LINERS IN THE WORLD® THE MOST FAMOUS OCEAN LINERS IN THE WORLD T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 22 .

18in (4.63in (16mm) 0.99in (254mm) THE MOST FAMOUS OCEAN LINERS IN THE WORLD® Red Band: Pantone 485 or 0C / 95M / 100Y / 0K ‘Most Famous’ strapline: 70% Pantone 872 Font: Cunardia Size: 22pt.79in (20mm) ® 0.10in (2.9in (25mm) 0.F RO N T CO VE R 0.5mm) 0.18in (4.10in (2.SAMP LE T E M P LAT E S L ET TE R SIZE : PO RT RA IT .5mm) 0.5mm) 0.5mm) 0. +235 tracking 0.9in (25mm) 0.35in (9mm) T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D 23 .52in (191mm) Logo background: Black Crest: Pantone 872 Cunard: Pantone 485 or 0C / 95M / 100Y / 0K 9.35in (9mm) 7.

35in (9mm) 0.14in (3.14in (3.F RO N T CO VE R 0.SAMP LE T E M P LAT E S L ET TE R SIZE : LANDSCAP E .31in (262mm) Logo background: Black Cunard: Pantone 485 or 0C / 95M / 100Y / 0K Crest: Pantone 872 7.75in (197mm) Red Band: Pantone 485 or 0C / 95M / 100Y / 0K ‘Most Famous’ strapline: 70% Pantone 872 Font: Cunardia Size: 15pt. +235 tracking 0.06in (1.35in (9mm) THE MOST FAMOUS OCEAN LINERS IN THE WORLD® 10.47in (12mm) 0.5mm) 0.5mm) 0.67in (17mm) 0.06in (1.5mm) 0.55in (14mm) T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 24 .75in (19mm) 0.5mm) 0.

8in (123mm) Logo background: Black Crest: Pantone 872 Cunard: Pantone 485 or 0C / 95M / 100Y / 0K 7.06in (1.5mm) 0.14in (3.75in (197mm) THE MOST FAMOUS OCEAN LINERS IN THE WORLD® Red Band: Pantone 485 or 0C / 95M / 100Y / 0K ‘Most Famous’ strapline: 70% Pantone 872 Font: Cunardia Size: 15pt.5mm) 0.67in (17mm) 0.55in (14mm) T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 25 .5” x 5.75in (19mm) 0.5mm) 0.5mm) 0.14in (3.06in (1.47in (12mm) 0.SAMP LE T E M P LAT E S 8.35in (9mm) 4.5” (216MM x 140MM) P O R T R A I T FR O N T CO VE R 0. +260 tracking 0.35in (9mm) 0.

SAMP LE T E M P LAT E S LET T E RH E ADS Cunard Letterheads T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 26 .

SAMP LE T E M P LAT E S E NVE LO P E S Corporate Envelope T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 27 .

The programme operates on a tiered system and guests receive benefits according to their awarded tier.SAMP LE T E M P LAT E S CUNARD W O RLD CLU B The Cunard World Club is a members-only programme designed to recognise and reward loyalty to Cunard. The Cunard World Club also has its own dedicated identity which should be used wherever possible when referring to the Club. Min. width: 40mm Minimum clear space around the logo is double the width of the ‘C’ in Cunard T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 28 .

THE CU N ARD BRA N D BR AN D H IST O RY SIR SAMUEL CUNARD In 1839. T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 29 . This proud bestowal by Queen Victoria’s Admiralty. TRANSATLANTIC ROOTS As the first and now the only company to offer a scheduled service across the Atlantic – this most legendary of voyages has become the ultimate expression of the Cunard Experience today. held the Blue Riband award for the fastest passage across the Atlantic. served in five major wars. granted Cunard’s steam ships the honoured titled RMS (Royal Mail Ship) and represented a significant historical moment in connecting two great continents. Cunard has carried millions of emigrants to North America. played host to the world’s rich and famous. From Britannia’s Maiden Crossing in 1840. obtained an unparalleled safety record and deservedly forged the title for the Transatlantic Crossing as ‘The Only Way to Cross’. Samuel Cunard’s British and North American Royal Mail Steam Packet Company was awarded the first ever contract for steam ships to deliver mail across the Atlantic.

FAMOUS FOR A REASON In 1934. a change which would have been deemed necessary as a Royal Insignia could not be produced exactly. T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 30 . Carnival PLC. The addition of a globe showing the Western Hemisphere and the Atlantic was appropriate to the shipping routes travelled. The lion’s head is turned toward us. refrigeration systems. CUNARD TODAY Owned by English registered company. Cary Grant. Today. Queen Elizabeth now becoming part of the Youngest Fleet at Sea. gymnasium and health centre. Samuel Cunard was frequently referred to as the ‘Steam Lion’. and the crown appropriate for a company established under government contract. Cunard has an international appeal almost unparalleled in the world of ocean travel. Queen Victoria with the first private theatre boxes at sea and our latest Cunarder. Cunard has pioneered the way forward with the introduction of the first children’s playroom. Cunard Line is one of the world’s most recognised brand names with a classic British legacy and ships that are recognised as international icons of British heritage. continuing Cunard’s proud association with the Royal Family. both Queen Mary 2 and Queen Elizabeth have been named by HRH Queen Elizabeth II and Queen Victoria has been named by HRH Duchess of Cornwall. With glamorous associations and a litany of regal and famous guests. bridal suite. Since then. electric lighting. HISTORY OF THE CUNARD CREST The Cunard crest originally came into being in 1879 when Cunard became a public company – The Cunard Steamship Company. library and the first photography dark room at sea. Queen Mary became the first merchant ship ever to be launched by a Monarch and was later referred to as the 8th Wonder of the World by the movie star legend. en-suite bathrooms.CU N A RD BR AN D H IST O RY INNOVATIONAL FIRSTS From The Golden Age of Travel. Cunard is still at the forefront of technological developments with Queen Mary 2 – one of the greatest maritime engineering feats of this century.

com) UK: contact Andrea Lenihan (andrea. AUSTRIA & SWITZERLAND: contact Kathleen Pohl (kathleen.viner@carnivalaustralia. / CANADA: contact Nicole Knox (nknox@cunard.S.pohl@cunardline.lenihan@cunard.de) AUSTRALIA: contact Michael Viner (michael.com) T H E Contents M O S T Back Next FA M O U S Close O C E A N L I N E R S I N T H E W O R L D ® 31 .PO LIC IE S & P RO CE DU RE S MAR KE T IN G AP P RO VA L Marketing approval or guidance can be obtained by contacting the following Cunard personnel: U.co.uk) GERMANY.

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